Political campaigns and groups can now use the social media company’s branded content tool, which allows influencers to more clearly tag in an official sub-header that the post is a paid partnership.presidential candidate Michael Bloomberg this week paid popular meme accounts on Facebook-owned Instagram to post content about the billionaire former New York mayor.
The Instagram posts by popular meme accounts that were paid for by the Bloomberg campaign did include disclaimers, but their humorous nature left some users wondering if the partnerships were real. Several posts used the disclaimer: “And yes this is really #sponsored by @mikebloomberg.” The Federal Trade Commission requires social media influencers and content creators to clearly label sponsored posts. This week, the FTC announced it would be seeking public comment on how effective these rules are and whether it should make changes.
Facebook said sponsored content from political advertisers will not be included in its Ad Library, a database maintained to provide transparency around political and other advertising, unless the creator pays to promote the post using the company’s advertising tools.
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